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From: Jared Hamilton
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Ashley Mabery

Ashley Mabery Director | Retail Performance

Exclusive Blog Posts

social media ads.....what works?

social media ads.....what works?

 Lets talk a little about social media. The dealership that I have worked at has always focused on Facebook in this area. We would do a dail…

3 Proven Marketing Strategies for Small Businesses

3 Proven Marketing Strategies for Small Businesses

One of the most important things that small businesses need is a marketing strategy that is affordable and produces a high return on investment. There are …

Be More Than A Salesperson

Be More Than A Salesperson

Ease the anxiety and create an experience that is stress-free, encouraging and hopefully ends with sending them home in a new set of wheels. Leverage the …

Car Sales Advice For New Salespeople

Car Sales Advice For New Salespeople

When I started selling cars five and a half years ago there were 3 pieces of advice given to me that have helped me succeed in this business. I want to sha…

5 Avoidable Ways that Car Dealerships Can Reduce Staff or Customer Injuries and Liability

5 Avoidable Ways that Car Dealerships Can Reduce Staff or Customer Injuries and Liability

The National Automotive Dealer Association (NADA) data for 2016, revealed that there are 16,708 franchised dealerships in the United States, who sold a rec…

SEM Auction Insights - Understanding Relevance

Dealers often have questions about SEM campaigns they are running.  Rightfully so, as SEM doesn't come cheaply, and unlike a newspaper ad or mailer, paid search isn't tangible.  Often times, the term "quality score" is thrown around to describe why a cost-per-click might be high or low.  It all comes down to relevance.

The standard components that seem to make up the bidding system used by SEM utilities like Google AdWords are comprised of things like landing page content relevance, expected click-thru rate, historical click-thru rate, ad content relevance, bid, and competitor bids.  While all these are fine technical terms that marketers understand, to the average business owner these might just be buzzwords that don't explain why PPC advertising costs what it does.

In order to put SEM relevance into perspective - it all comes down to relevancy addiction.  These days, people know what they want and they just need to know where to get it.  Thus, most people are impatient with getting answers or results, which Google is very aware of.  Google understands that if it provides the most relevant results to demanding consumers, it leads to the best user experience, driving consumers back over and over and over again.  That's why if people have a question today, they Google it!

Therefore, when a user is searching on Google, Google is trying to show the best and most relevant results, even in it's advertising network.  The pricing of SEM is therefore less when the keywords, ads and landing pages used in an ad group are all tied together in such a way that they provide an extremely useful and relevant result for a searcher.  If someone searching has a good experience with a site found via clicking on an SEM ad, Google rewards that with lower overall pricing and more prominence in search results.

If a dealer is struggling with high cost-per-click, low click-thru rates and poor conversion, often times the landing pages and ads need to be looked at to raise this relevance.  How are you all designing your campaigns for optimal relevance?

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